Norway, a wine country? An evolving culture. Ken Engebretsen Sommelier. Honary member ASPI Oslo, Norway

Transcription

1 Norway, a wine country? An evolving culture. Ken Engebretsen Sommelier. Honary member ASPI Oslo, Norway

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3 History Long established trade to Europe, since 800 ad Youdrink whatyoumake! Wineland, 1000 ad Prohibitions Monopoly est 1922 Eu adaptions Divided monopoly since 1996 Stronger than ever

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5 Vinmonopolet By the end of 2017 Vinmonopolet will be represented in 235 municipalities with 333 shops. 91 percent of the population will be living in a municipality with a Vinmonopolet shop, and 96 percent of the population will have a Vinmonopolet shop within a 30 km. distance Over products

6 Vinmonopolet EU/EEA Parliament Ministry of Health and Care Services 450 Wholesalers 81,2 mill. ltrs Vinmonopolet 80,4 mill. ltrs Consumers 7,2 mill. ltrs (est.) 0,5 mill. ltrs Restaurants, hotels, etc. Unregistered market % of total consumption mill. ltrs (est.)

7 Vinmonopolet s product ranges News launch 6 times a year Responsibility wholesalers New products Responsibility Vinmonopolet Test Range 6 months 1,5 % of total sale Transfer 30% Basic range 12 months 1200 products 82% of total sale One lot range 0,1% of total sale Special range Transfer 50 items Additional range 0,5% of total sale Order range items 16% of total sale Delisting 6 times a year Strykninger 6.gn. i året

8 Store categories Vinmonopolet s shops are split into 7 categories, based on their anticipated sales over the coming year Category 1 Category 2 Category 3 Category 4 Category 5 Category 6 Category 7 Products Liters sold < Number of shops All Vinmonopolet's shops carry a broad selection of quality products. Annual sales range from a million liters in the largest stores to less than for the smallest. 7 Special assortment stores. Oslo -Aker Brygge Oslo -CC Vest Bergen Valkendorfsgate Trondheim Valentinlyst Hamar Sandefjord Sandnes

9 Howto enterthenorwegian market To be listedin anyofourranges, youhave to have havean importer/wholesaler One wayofdoingit: Checkourweb pagefor e.g. all the Piemonte red wines in our assortmentor all theitalian reds Then click on a product you indentify your wineswith. You ll find the wholesaler s name in the field Grossist. Check with the producer how satisfied they are with their wholesaler before you decide. You llfindthecompletelist ofour450 wholesalers on the bottom of this webpage: c

10 Informationin english

11 Purchasingprocess-tenders 1 Tenders launched twice a year 2 Offers from wholesalers 3 4 Evaluation and purchasing decision 5 Quality control: launched product is in accordance to offered product 6 Launched in stores 6 times per year

12 Sales 1 tertial 2017/16 REDWINES 1000 liter 1. tertial CHANGE Liter Prosent Rødvin 13,308 12, % - Italia 5,457 5, % - Spania 1,698 1, % - Frankrike 1,330 1, % - Chile 1,412 1, % - USA % - Portugal % - Australia % - Sør-Afrika % - Argentina % - New Zealand % - Østerrike % - Ungarn % - Libanon % - Andre land %

13 Listedwinesfrom Piemonte 1367 wines/ products overall 57 bubbles 27 rosé 105 White wines 1083 redwines 579 Nebbiolo. 322 Barolo, 151 Barbaresco 333 Barbera. 110 Alba, 79 Asti,

14 Sales Piemonte 2012 to 2016 Numbers in 1000 liters Growth mainlydue to a Bag in boxsuccessand a growingmarked

15 Example priceper BOTTLE Vinmonopolet sshare 12 % Packaging tax 2 % Wine 12%, 75cl, NOK 99,90 Wholesaler s net price 26 % VAT 20 % Alcohol Tax 40 % Wholesalers netprice NOK 25,82 Alcoholtax NOK 40,14 VAT NOK 19,98 Packagingtax NOK 1,6 Vinmonopolets share NOK 12,36 Sales price NOK 99,9

16 Market trends Three particular market trends will be important for the development of the Vinmonopolet range in the coming years Increased health focus Healthy diet and exercise. Growth in the lighter product categories, like white, rosé and sparkling. Growth in sales of beer, low-alcoholic and nonalcoholic beverages. Natural and genuine Environmental awareness Less artificial additives. increased interest in organic products. The good life Pleasure and luxury. Increasing interest in cooking and wine. International trend towards premiumisation, particularly in spirits category. Willingness to pay more.

17 THANK YOU FOR YOUR ATTENTION! KEN CANAIOLOENGEBRETSEN SCANDINAVIAN WINE INTELLIGENCE